Overview
In collaboration with the Eredivisie, the VriendenLoterij created an innovative campaign to attract new lottery participants. As a Senior UX/UI Designer, I played a crucial role in designing and optimizing the campaign, with the goal of achieving maximum conversion.
Responsibilities
As the Senior Designer, I led the design process and supervised the project from start to finish. My responsibilities include digital conceptualization, art direction and user experience (UX) design, including wireframing, prototyping and conducting A/B testing.
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Optimized user experience: The focus was on creating an intuitive and user-friendly experience, guiding visitors easily through the conversion funnel.
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Increased conversion: Through A/B testing, the conversion rate was significantly improved, particularly by adjusting the design of the input fields and offering alternative goals.
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Successful collaboration: By working closely with developers and the content team, an integrated campaign was developed that was both visually appealing and functional.
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How can we attract new lottery participants by combining the appeal of football and making it clear that the good cause also includes playing for your own football club.
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How can we optimize conversion and ensure that visitors actually purchase a lottery ticket.
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A/B testing: Through continuous A/B testing, different design variants (sales funnel, E-mail, deliverables) were tested to find the most effective solution.
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Rapid Data Research and Iteration: Conducted rapid data research and iterated on design concepts based on feedback.
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Conceptual Design: By laying a strong foundation with a clear concept, we ensured a cohesive and effective design.
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Close Collaboration with Development: Worked closely with developers to ensure a smooth integration of the new feature into the existing system and to address any technical challenges.
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I led the efforts to implement a user-centered design approach and ensure good conversion was achieved. I’ve done research with users to ensure there are no barriers to completing the form. I also did the art direction for the digital deliverables, initiated and designed A/B tests and the design of all deliverables.
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Stakeholder management: I orchestrated the complete design process, delivering meticulous and refined work consistently. By partnering with developers and the content team, I crafted precise specifications and optimized design guidelines for compact screen experiences.
With every campagne I did A/B testing and it’s a continual proces to sharpen the conversion. I was part of the CRO team and for upcoming campagnes we planned and designed A/B tests. These are some examples I can give you:
Hypothesis
People who don’t care about football will be more likely to play if the Eredivisie campaign includes the option to play for the 48 Friends Lottery charities, which will raise the CR
Results
Version B wordt better. There is no significant difference between the 2 versions. (CR difference= + 6,21%).
Advice
This must be implemented and further optimized.
Hypothesis
By designing a darker area around the input fields, the focus is more on the input fields and visitors will go through the flow more easily, which increases the CR.
Results
The version (version B) with the gray IBAN field resulted in a higher conversion with a significance of 90% (CR difference = + 2.71%).
Advice
Looks promising for optimization and further testing.
For a big campaign like this, many banners are produced. Always in many variants and with a lot of testing.
For this campaign I also designed several A/B test e-mails to see which design converts better.
